It’s all about relevance, and that relevancy is being redefined in the age of Facebook and Twitter.
What does Blackberry have to do with Star Wars? What about Cadbury to a drum bashing Gorilla? It’s about brand association, what matters in this age of redefined relevancy is that positive brand association is created by utilising the right channels.
NEW YORK (AdAge.com) — May 4, as you may or may not know, is National Star Wars Day, a fact recognized by no less august bodies than the Los Angeles City Council and the Church of Jediism, a George Lucas-inspired denomination that counts itself as the fourth-largest church in the United Kingdom. This year the occasion was also marked by the folks at BlackBerry, who updated their corporate Twitter account to read “May the 4th Be With You.”
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“I remember getting emails from my peers asking me why we would post such a thing and was this why we created our Twitter channel,” he wrote in an email interview. “My response was that this post reached over 150,000 people, 98% of the posts were positive, most tweets made a positive association with our brand, and it drove a 15% increase in our followers. Now what’s the value of all that to our company? For the cost of $0.00 we have increased positive brand sentiment, generated a measurable earned-media value and now have 20,000+ more people who I can share product-related information to. Not a bad ROI.”
